CAM DIPLOMA IN DIGITAL MARKETING (METRICS AND ANALYTICS)

CAM DIPLOMA IN MARKETING (METRICS AND ANALYTICS) Understand and exploit the opportunities available through analysis of your digital activities and the monitoring of your social media channels ONLINE LONDON The direct study centre of CAM DIPLOMA IN MARKETING (METRICS AND ANALYTICS) i

OUR PROFESSIONAL QUALIFICATIONS: CIM and ITSMA Marketing Qualifications Professional Certificate in Marketing Professional Diploma in Marketing Professional Diploma in Marketing for Business Services and Solutions Chartered Postgraduate Diploma in Marketing CAM Digital Marketing Qualifications Diploma in Digital Marketing Diploma in Digital Marketing (Mobile) Diploma in Digital Marketing (Metrics and Analytics) Diploma in Digital Marketing (Media and Branding) Sales Certificate in Professional Sales Practice Advanced Certificate in Professional Sales Management Practice Advanced Certificate in Account Management Practice Intensive Diploma in Strategic Sales Practice CAM DIPLOMA IN MARKETING (METRICS AND ANALYTICS) Understand and exploit the opportunities available through analysis of your digital activities and the monitoring of your social media channels. CONTENTS About CIM Academy 2 Overview 3 Course structure 4 Assessment and support 5 Course content 6 Entry requirements 9 Technical requirements 10 How to book and prices 11 Training venue 11 Course schedule 12 ONLINE LONDON Visit www.cimacademy.co.uk for more details. 1437EN.7 CAM DIPLOMA IN MARKETING (METRICS AND ANALYTICS) 1

ABOUT CIM ACADEMY OVERVIEW The only study centre owned and managed by The Chartered Institute of Marketing (CIM); the world s largest and most respected organisation for professional marketers. CIM Academy offers internationally recognised marketing, digital marketing and sales qualifications via flexible study options to suit your busy working lifestyle. We pride ourselves on providing flexible and intensive study options designed to get delegates through their studies quickly and efficiently. Our qualifications will make a real difference to your career providing the skills and knowledge required to succeed and be confident in your workplace. See the inside front cover for a full list of our qualifications. Study with us and access: The highest quality resources and expertise as part of CIM, our resources are second to none. Outstanding academic and business related tuition from our Expert Delivery Team who are leaders in their field. A highly supportive network from a dedicated support team, the Expert Delivery Team and fellow delegates. 24/7 access to CIMCity the online learning community supporting you throughout your studies. As well as being able to collaborate with other delegates and our Expert Delivery Team, it hosts an extensive range of online tools, templates, podcasts and links to relevant reading that you can use in your workplace as well as in your assignments. Excellent pass rates and awards for outstanding achievement. An unrivalled reputation over 90% of our delegates would recommend us. A choice of workshop locations study in central London or at Moor Hall, the home of CIM. Or, if you have a group or team to train we can deliver the qualifications at your choice of location options for tailoring are also available. CPD hours proving your commitment to improving and developing your skills. The digital marketing environment has become a critically important marketing tool for all organisations. Now, a time when return on investment is of increasing importance, all activity needs to be both evaluated and measured to monitor the effectiveness of activity. This practical and intensive qualification not only covers the essentials of traditional and digital marketing, it provides you with the knowledge required to understand and exploit the countless business opportunities available through the effective analysis of all your digital activities and the essential monitoring of your social media channels. Who is it for? Anyone in small, medium or large organisations responsible for the measurement and use of digital and social media marketing channels. What you will learn: How to refine your thinking and planning abilities by understanding the tools and the link between marketing and communications, in both its traditional and digital forms, and key stages in digital development. An understanding of how to communicate using the tools of the digital communications mix; evaluate, measure and monitor the campaigns that they are used in; and confidently recommend improvements. Practical ways to assess a range of digital marketing research methodologies and techniques, and their suitability for improving marketing performance against objectives. How to analyse the effectiveness of your digital marketing and social media activities The tools required to measure and evaluate the return on investment through understanding Key Performance Indicators (KPIs), selecting the right measurement tool, analysing reports to improve performance and creating tests to improve owned and purchased media messages. 2 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM CAM DIPLOMA IN MARKETING (METRICS AND ANALYTICS) 3

COURSE STRUCTURE ASSESSMENT AND SUPPORT This programme combines learning sessions online search and share tasks, and introductory videos with four, 1 day, face-to-face practitioner workshops in central London. The majority of study can be completed from any location, with the practitioner workshop days used to allow for practical application and reinforce learning. Delegates will need to spend 8-10 hours per week studying online and reading. There is one business related assignment per unit which requires 25-30 hours to complete. Awards This diploma consists of the following units: Marketing and Consumer Behaviour (double unit). Digital Marketing Essentials. Web Analytics and Social Media Marketing. Please note, you can sign up to study either Digital Marketing Essentials or Web Analytics and Social Media Marketing as a single module to achieve a non-academic award. However, we recommend you sign up for the whole qualification to get the greatest insight into the digital marketing planning process. Benefits of blended online (face-to-face and online) learning: Choose when to study, and at your own pace. Face-to-face workshops reinforce learning, allowing for practical application. You will also: Receive support and feedback when revising and writing assignments. Benefit from the unrivalled resources that CIM has to offer. Access podcasts, a suite of online tools and content through CIMCity, your personal virtual learning environment and web based books through CIM s knowledge and information centre. Network with other marketing professionals at similar levels in a variety of businesses. Access the support network of the CIM Academy and Expert Delivery Team, as well as fellow delegates. For groups and teams We regularly deliver our qualifications to groups and teams of individuals within organisations, or build a bespoke programme to suit your industry or business needs. For more details please contact team@cim.co.uk or call +44(0)1628 427250. There are three business related assignments which require 25-30 hours to complete. It is recommended that delegates are in employment when studying, however, assignments can be based on a company of their choice. Personal study Delegates will need to spend a minimum of 8-10 hours studying and reading books per week. Connect interact learn CIMCity is the online learning platform that supports all of our delegates through their studies with CIM Academy. It hosts an online course area that allows you to access a wide range of informative online tutorials, templates, academic and practical resources - many of which are downloadable. The learning is divided into a structured study schedule that will help you balance the demands of work with studying for a professional qualification. Combined with allocated reading activities, the online content comes together to ensure you achieve the overall learning outcomes from the syllabus and equips you with practical tips and guidance that you can use back at work. CIMCity promotes interaction and engagement via online discussion forums and private dialogue areas, so you can easily connect with your peers and the Expert Delivery Team, who are at hand to provide you with the academic support and guidance you need to successfully gain your qualification. CIMCity also has a dedicated learning support team, on hand* to offer you support and assistance for both technical and course related queries, as well as provide encouragement and motivation throughout the duration of your course. We want to maintain a positive learning experience throughout your time with CIM Academy. *UK office hours 4 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM CAM DIPLOMA IN MARKETING (METRICS AND ANALYTICS) 5

COURSE CONTENT 1. MARKETING AND CONSUMER BEHAVIOUR (DOUBLE UNIT) This unit aims to provide you with the skills and knowledge necessary in managing marketing communications and brand support activities within organisations. It explains the links between communications and marketing and provides knowledge of fundamental theories of consumer behaviour, and their application to marketing communications. Assessment This unit is assessed by a written, practical assignment. Learning Outcomes By the end of this unit you should be able to: Explain the role of the marketing plan and the communications plan within the context of the organisation s strategy and culture. Understand the marketing planning process and the links between each stage of the process. Explain the role of marketing communications and how the tools of the communications mix can be coordinated effectively. Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience. Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities. Suggest suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications. 2. MARKETING ESSENTIALS This unit aims to provide you with the skills and knowledge necessary in planning digital marketing campaigns within organisations. It has three sections campaign tools, their application, and monitoring digital marketing. More specifically, the unit covers Search Engine Optimisation (SEO), Pay Per Click (PPC), new and emerging advertising media, e-mail marketing, viral marketing, online PR, affiliate marketing and social media, digital metrics in the form of Voice of the Customer (VOC), A/B tests and usability studies, legislation, regulations and code of practice. Assessment This unit is assessed by a written, practical assignment. Learning Outcomes By the end of this unit you should be able to: Explain the importance of digital campaign tools, planning, implementing and monitoring digital marketing. Explain the importance of the essential elements of digital campaigns and describe the links between each technique. Explain how each tool of the digital communications mix can be co-ordinated effectively. Evaluate a current digital communications campaign. Recommend improvements to a specified digital communications campaign and explain how the digital communications mix can be measured and monitored effectively. 6 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM CAM DIPLOMA IN MARKETING (METRICS AND ANALYTICS) 7

COURSE CONTENT ENTRY REQUIREMENTS 3. WEB ANALYTICS AND SOCIAL MEDIA MONITORING This unit will give you essential knowledge, the buzz words and the techniques to gain insight into the measurement and monitoring of online marketing activities. You will find out more about how web sites, blogs and social networks are monitored by marketing managers. You will also be able to decipher the jargon: CAWI, netnography, tagging, logfiles, sentiment, bounce rates, MROCs and DORCs. Learning Outcomes By the end of this unit you should be able to: Assess a range of digital marketing research methodologies and techniques and their suitability for improving marketing performance against objectives. Identify appropriate KPIs, reports and tools to review and improve digital marketing effectiveness in large, medium and small sized enterprises. Evaluate and improve results from investments in digital marketing using web analytics and social media monitoring techniques. CIM Academy has its own criteria and applicants are assessed on an individual basis. You need as a minimum: two A levels; or any general Bachelor s or Master s degree (or equivalent); plus at least one year s experience working in a marketing, digital marketing or customer service role. Our programmes are taught in English, if English is not your first language, you will also need to provide evidence of at least IELTS 6.5 or Trinity ISE III/IV. Transition arrangements If you are part way through studying this qualification elsewhere, you can transfer to study with CIM Academy. Please contact the CIM Academy team on +44 (0)1628 427240 for more details. It will also ensure you understand web analytics, how to design online questionnaires and how to choose commercial tools. Assessment This unit is assessed by a written, practical assignment. 8 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM CAM DIPLOMA IN MARKETING (METRICS AND ANALYTICS) 9

TECHNICAL REQUIREMENTS HOW TO BOOK AND PRICES TRAINING VENUE The recommended minimum specification of your PC or Mac is: Windows: 1.4GHz Intel Pentium 4 or faster processor (or equivalent) for Microsoft Windows XP or Windows 7; 2GHz Pentium 4 or faster processor (or equivalent) for Windows Vista. Windows 7, Vista or XP operating system. 512MB of RAM (1GB recommended) or Windows XP or Windows 7; 2GB recommended for Windows Vista. Microsoft Office 2003 or higher. Minimum 1MB Broadband Internet connection, DSL or better (required for high quality video). Microsoft Internet Explorer 7 or higher, Mozilla Firefox, Apple Safari 4 or 5, Google Chrome. Mac: 500MHz PowerPC G3 or faster or 1.8GHz Intel Core Duo or faster processor. Mac OS X v10.5, 10.6 (Intel) or Mac OS X Lion +. Apple Safari 5 or higher, Google Chrome, Mozilla Firefox. You will also require: Pop-ups and JavaScript enabled in your chosen browser. Adobe Flash player 10.1 or higher. Java version 6. Audio sound card and speakers or headphones for listening. Booking Bookings should be made via the CIM Academy team at The Chartered Institute of Marketing please call us on +44 (0)1628 427240 or visit www.cimacademy.co.uk to complete an online application form and send an upto-date CV with your booking. Full qualification: Blended online (face-to-face and online) 2005 + VAT What s included: Tuition costs. 24/7 access to CIMCity. Selected core reading books. Study materials. Single modules/awards: Blended online (face-to-face and online) Prices start from 525 + VAT What s included: Tuition costs. 24/7 access to CIMCity. Selected core reading books. Study materials. Central London Workshops take place at Euston House, London, a purpose built training venue, situated just two minutes from Euston mainline and underground stations, and five minutes from Euston Square and Kings Cross. It is both easily accessible nationwide and an ideal location for our London workshops. Please note: You will be required to pay 395 of CIM studying membership and assessment fees. We take care of the administration for you, leaving you to concentrate on your studies. Additional exam fees may apply to students in non UK locations. 10 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM CAM DIPLOMA IN MARKETING (METRICS AND ANALYTICS) 11

COURSE SCHEDULE: FULL QUALIFICATION Course schedule: full qualification (if you DO NOT have any exemptions) COURSE TYPE SCHEDULE MCB9 MCB10 MCB11 CORE DOUBLE MODULE* Marketing and Consumer Behaviour Online work commences 7 Jul 14 8 Sep 14 5 Jan 15 Workshop 1 22 Jul 14 10 Oct 14 2 Feb 15 Workshop 2 2 Sep 14 1 Dec 14 27 Apr 15 PLUS SCHEDULE DME11 DME12 DME13 CORE SINGLE MODULE Digital Marketing Essentials Online work commences 8 Dec 14 6 Apr 15 16 Jun 15 Workshop 12 Jan 15 11 May 15 17 Jul 15 PLUS SCHEDULE SMM7 SMM8 SMM9 ELECTIVE MODULE Web Analytics and Social Media Monitoring Online work commences 6 Apr 15 6 Jul 15 1 Sep 15 Workshop 20 Apr 15 20 Jul 15 28 Sep 15 *Exemptions - you may be half way there already! If you are a graduate of the CIM Professional Certificate in Marketing (level 4) or above you do not need to complete the Marketing and Consumer Behaviour unit of this qualification. Other exemptions may apply please contact us for more details. For more advice or to book your place visit www.cimacdemy.co.uk or call +44(0)1628 427240 COURSE SCHEDULE: QUALIFICATION WITH EXEMPTION AND AWARD ONLY Course schedule: full qualification (if you are exempt from the first module) COURSE TYPE CORE DOUBLE MODULE** Marketing and Consumer Behaviour PLUS SCHEDULE DME11 DME12 DME13 CORE SINGLE MODULE Digital Marketing Essentials Online work commences 8 Dec 14 6 Apr 15 16 Jun 15 Workshop 12 Jan 15 11 May 15 17 Jul 15 PLUS SCHEDULE SMM7 SMM8 SMM9 ELECTIVE MODULE Web Analytics and Social Media Monitoring Online work commences 6 Apr 15 6 Jul 15 1 Sep 15 Workshop 20 Apr 15 20 Jul 15 28 Sep 15 **If you are a graduate of the CIM Professional Certificate in Marketing (level 4) or above you do not need to complete the Marketing and Consumer Behaviour unit of this qualification. Other exemptions may apply please contact us for more details. For more advice or to book your place visit www.cimacdemy.co.uk or call +44(0)1628 427240 Course schedule: award only The elective modules can be taken individually, like a training course that covers both theory and practice resulting in a practical award from the Communication, Advertising and Marketing Foundation (CAM). COURSE TYPE SCHEDULE SMM7 SMM8 SMM9 CAM Web Analytics and Social Media Monitoring Award Online work commences 6 Apr 15 6 Jul 15 1 Sep 15 Workshop 1 20 Apr 15 20 Jul 15 28 Sep 15 To find out more or book a place on the Web Analytics and Social Media Monitoring Award at www.cim.co.uk/0717 These schedules give an overview of the key dates required full schedules will be advised on request and at time of booking. Dates and times were correct at time of publication. The Chartered Institute of Marketing and CIM Academy reserve the right to amend the dates and times of sessions. Syllabus content will be updated to meet market changes. Delegates will be notified of any changes once commencing the programme of study. 12 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM CAM DIPLOMA IN IN MARKETING (METRICS AND ANALYTICS) 13

The Chartered Institute of Marketing Moor Hall Cookham Maidenhead Berkshire, SL6 9QH United Kingdom CONTACT US Call: +44 (0)1628 427240 Visit: www.cimacademy.co.uk E-mail: cimacademy@cim.co.uk The Chartered Institute of Marketing 2013. All rights reserved. Permission to reproduce or extract material from this publication must be sought from The Chartered Institute of Marketing. Details and pricing are correct at time of publication.